Report: The Top Brands On Facebook & Key Brand Success Factors

In a new whitepaper from Covario, a search marketing firm and SaaS SEO provider, Facebook brands were analyzed and monitored in a quest to find the top brand. Additional stats were provided including brand goals, and key success factors and Facebook search for brands..

Social Media Goals

One of the most interesting tidbits in the report was the overall goals that brands set out to accomplish using social media. The most common answer was that brands were using social media to help drive sales. Coming in second was driving engagement, and increasing brand awareness was third.

One answer that was missing from the results in my opinion was “enhancing customer service.” While pushing product and trying to gain fans is important, many brands do exceptional jobs of pleasing current customers via social medis.

Crucial Success Factors For Brands

Covario didn’t just judge brands based off of feel; a set list of criteria for brand success was identified. Something called the ‘FPS,’ or Facebook Presence Score was created to properly weight and grade Facebook success. Four key factors were targeted for this score:

Reach

Technical Attributes

Engagement

Reputation

Each of the factors was given a definitions and a weight:

The only thing potentially missing per these factors would be the “people talking about this” metric that is a public display showing the virality and share rate of content (which was just launched a little over a week ago.) With the state of paid fans/followers, this new public metric would add to the engagement section.

Top Brands

In order to find the top brand the top 100 advertisers were graded and given a score for each of the main four factors. A final FPS was assigned to each brand on a scale of 0 to 100.

Overall Winner – Coca-Cola
Coca-cola won the overall prize thanks in part to a 2.6% growth rate and a dominant presence in Facebook search. Coke also has solid engagment and regular posting.

Best Overall Engagement – WalmartWalmart one the engagement award due to an astounding reach and high comment and like count. Overall each post on the Walmart page garners 7,390 comments and 726 likes.

The Top 25 Brands On Facebook
The following chart shows the top 25 brands as well as the score that makes up the FPS for each brand!

These metrics are great indicators to monitor for your brand’s Facebook presence. The full report from Covario contains the top brands in each vertical, detailed and much more information on these stats.

About The Author

Greg Finn is the Director of Marketing for Cypress North, a company that provides world-class social media and search marketing services and web & application development. He has been in the Internet marketing industry for 10+ years and specializes in Digital Marketing. You can also find Greg on Twitter (@gregfinn) or LinkedIn.